The Indian retail chain Shoppers Stop has joined forces with the Australian-based international wool textile organisation The Woolmark Company to promote finest quality wool and woollen apparels in India.
Scheduled to run till December 15th, 2014 in key outlets across 11 cities including Delhi, Mumbai, Chandigarh, Kolkata, Bangalore, Jaipur, Lucknow, Jalandhar, Amritsar, Ludhiana and Pune, the promotional campaign aims to educate shoppers about the versatility of wool and highlight the luxury, style, comfort and safety benefits of Merino wool made garments.
Arti Gudal, the country manager at The Woolmark Company in India, commented on the partnership, “We are extremely delighted to be associated with Shoppers Stop, India’s largest retail chain, which has been known for offering premium fashion and lifestyle services, innovatively, across the country. With its huge in-store customer database, we are confident that we will successfully reach out to all our relevant consumers with the right message.”
She further explained the motto of the campaign, “Consumers in India recognize wool but the inherent capabilities, strength and the dynamics of the fibre are not well known. But with this campaign we clearly aim to inform a new generation of consumers the natural attributes and benefits of Merino wool and establish it as the fibre of choice for fine, contemporary fashion.”
“We have been constantly engaging with various labels and designers through innovative initiatives to drive awareness, build affinity, and create excitement amongst the Indian and global fashion fraternity. We feel that a step taken ahead with this campaign will certainly raise wool’s profile amongst discerning consumers in India,” she adds.
Vinay Bhatia, the customer care associate and executive vice-president, Marketing, Loyalty and Analytics, Shoppers Stop Ltd., also stated, “We are delighted to partner with The Woolmark Company in this effort to promote and reinforce the use of wool and woolen apparel. The Woolmark Company is the leading custodian of wool quality standards and an established brand in the global fashion fraternity. We are delighted to give our customers the opportunity to indulge in the signature Woolmark experience.”
The campaign will be rolled out through several ground-level activities and marketing mechanisms such as in-store promotions, digital media and branding that will not only help create interest in consumers but also expose them to a range of quality woollen apparels and woollen brands stocked by Shoppers Stop.
Reputed brands in the Indian woollen and apparel industry such as Apollo Shawls, Bhutti Weavers Co-operative society limited, Monte Carlo, Oswal Knit (India) Ltd, Rage Knit, Shingora Textiles Limited are also participating in the campaign by promoting the Australian Merino wool across regional markets in India.
